PR 660 Lecture Notes - Lecture 23: Trait Theory, Classical Conditioning

• School: Ball State University
• Department: Public Relations
• Course: PR 660
• Professor: Becky McDonald

Document Summary

It can be a positive or negative emotional experience. Affect is more subjective and has points describing independent continue that can range from good to bad and negative to positive. Affect can enter communication processes at these points: Especially with social influence, affect in persuasion hasn"t been given a lot of attention. There is an overemphasis of persuasion in research in message design. Advertisers have has a long understanding of the importance of effect in consumer behavior. Affect can play a huge role in consumer decisions. Affect has a large impact on human perception. Thoughts enter feelings at a lot of different stages. Affect and cognition impact the attitudes of people independently of each other. Affect can function independently of one"s conscious thought. Feeling and thinking normally are a part of each other but affect comes before cognition meaning it could be more important. Affect is used in commercial advertising and pr campaign.